1. Keep
it
Short
and
Useful:
Mobile
Marke+ng
that
Seamlessly
Fits
into
Customers’
Lives
and
Delivers
Value
SPEAKER:
Chi
Modu,
Founder
Chief
Transforma+on
Officer
diverseinsights.com
didigital.net
MODERATOR:
Alli
Libb
American
Marke+ng
Associa+on
SPONSOR:
Aquent:
aquent.com

2. Mobile
mo•bile -
Being able to move or be moved
freely or easily
diverse
insights

3. Brands
Must
Align
With
Current
Informa+on
Access
Points
diverse
insights

4. What
We’ll
Cover:
•
Advantages
of
mobile
vs.
non-­‐mobile
marke+ng
•
The
parts
of
the
mobile
equa+on
•
The
surprisingly
most
effec+ve
of
all
the
mobile
tools
•
How
to
effec+vely
engage
the
consumer
in
conversa+on
•
How
to
move
consumers
to
ac+on
•
Consumer
concerns
and
privacy
overview
•
Case
studies
diverse
insights

5. diverse
insights
Advantages
of
Mobile
vs.
Non-­‐Mobile
Marke+ng
•
Omnipresence
•
Reduced
targe+ng
errors
•
Improved
data
management
•
Always
on
and
always
aware
•
Loca+on
awareness
•
In+mate
plaRorm

6. diverse
insights
A
Few
Stats:
•
Over
50%
of
global
popula+on
pays
to
use
mobile
device
•
75%
of
US
popula+on
or
232
million
users
of
mobile
phones
•
Mobile
banking
to
double
to
400
million
people
by
2013
Source: International Telecommunications Union,
an agency of the United Nations
Source: Pew Internet Research
Source: Juniper Research

7. Address
book
Audio
recorder
Calendar
Camera
Game
Device
GPS
Laptop
Music
player
Note
pad
Remote
control
Telephone
Television
Wallet
diverse
insights
Consolida+on
of
Devices
Mobile
Device
=

8. diverse
insights
Five
Parts
of
the
Mobile
Equa+on
•
Applica?ons
for
smart
phones
(phones
with
internet
access)
•
Mobile
web
m.yourbrand.com
vs.
yourname.mobi
or
sites
built
with
mode
of
access
detec+on
capability
•
SMS
(short
message
service)
Short
code
marke+ng
and
tex+ng
•
Kindle,
iPad,
etc.
Content
access
devices
with
added
func+onality
•
Loca?on
based
services
Foursquare,
Gowalla,
and
more

9. diverse
insights
What
Does
All
of
This
Mean?

10. diverse
insights

11. diverse
insights
Societal
and
Behavioral
Shids
•
Smart
info
consump+on
•
Control
of
when/where
and
how
to
consume
•
Increase
of
tasks
in
shorter
+me
frame:
e.g.
31
to
24
hours
•
User-­‐generated
content
more
the
norm
•
•
•
Source: OTX - US Think Tank

12. diverse
insights
What
is
the
Most
Effec+ve
of
All
Mobile
Tools?

13. diverse
insights
diverse
insights
The
Most
Effec+ve
Tool
is
the
One
That
Your
Customer
is
Most
Familiar
With

14. diverse
insights
When
Integra+ng
Mobile
•
Create
or
refine
your
overall
brand
strategy
•
Create
a
mobile
plan
and
implementa+on
course
that
is
informed
by
your
brand
strategy
and
posi+on
•
Research
and
study
your
customers’
mobile
behavior
and
informa+on
consump+on
preferences
•
Understand
what
your
customers
(and
prospects)
expect
from
your
brand
•
•
•

15. diverse
insights
Moving
the
Customer
from
One
Channel
to
Next:
Seamlessly
integrate
mobile
CTAs
(calls-­‐to-­‐ac+on)
with
your
non-­‐mobile
marke+ng

16. •
Applica+ons
•
Mobile
web
•
SMS
(Tex+ng/Short
Message
Service)
•
Kindle,
iPad…
•
Dynamic/loca+on-­‐based
engagement
diverse
insights
Integrate
and
Leverage
All
Components
of
the
Mobile
Mix
to
Connect
with
Your
Non-­‐Mobile
Marke+ng
Efforts

17. diverse
insights
diverse
insights

18. diverse
insights
diverse
insights

19. diverse
insights
diverse
insights

20. diverse
insights
diverse
insights

21. diverse
insights
How
do
you
best
engage
your
customer
in
conversa+on?

22. diverse
insights
Five
Parts
of
the
Mobile
Equa+on
•
Applica?ons
for
smart
phones
(phones
with
internet
access)
•
Mobile
web
m.yourbrand.com
vs.
yourname.mobi
or
sites
built
with
mode
of
access
detec+on
capability
•
SMS
(short
message
service)
Short
code
marke+ng
and
tex+ng
•
Kindle,
iPad,
etc.
Content
access
devices
with
added
func+onality
•
Loca?on
based
services
Foursquare,
Gowalla,
and
more

23. VS.
diverse
insights
Taste
Tests
S+ll
Work

24. diverse
insights

25. diverse
insights
Thin
Line
Between
“Spooky,”
“Creepy”
and
Annoying

26. diverse
insights
Case
Studies…

27. diverse
insights
Bowery
Mission
of
NYC
Goal:
To be the most effective
provider of compassionate
care and life transformation
for hurting people in New
York City.
Established in 1879

28. Challenge:
To
raise
awareness
of
the
plight
of
the
homeless
and
hungry
in
New
York
City
and
increase
dona+ons
Strategy:
Approach
the
age-­‐old
problem
of
hunger
and
homelessness
with
a
21st
century
solu+on.
Crea+ve
use
of
SMS
that
included
facts,
trivia,
words
of
inspira+on
along
with
Bowery’s
services
for
users
of
the
services,
donors
and
prospects.
Result:
Increased
awareness
of
the
Bowery’s
Mission
Bonus:
Selected
Best
of
Non-­‐Profit,
2009,
by
Mobile
Marketer
diverse
insights
Bowery
Mission
of
NYC
-­‐
Pro
Bono
Project

29. diverse
insights
diverse
insights

30. diverse
insights
General
Mills:
Whea+es
Fuel

31. diverse
insights
General
Mills:
Whea+es
Fuel
Challenge:
Create
a
mobile
campaign
to
support
the
new
Whea+es
Fuel
to
help
reinvigorate
and
modernize
the
Whea+es
brand
Strategy/Result
Created
next
genera+on
SMS
campaign
integrated
with
offline,
television,
and
print
promo+ons
in
partnership
with
Men’s
Health
Magazine.
Bonus:
Selected
among
top
10
campaigns
of,
2009,
by
Mobile
Marketer

32. diverse
insights
diverse
insights

33. Keep
it
Short
and
Useful:
Mobile
Marke+ng
that
Seamlessly
Fits
into
Customers’
Lives
and
Delivers
Value
SPEAKER:
Chi
Modu,
Founder
Chief
Transforma+on
Officer
diverseinsights.com
didigital.net
MODERATOR:
Alli
Libb
American
Marke+ng
Associa+on
SPONSOR:
Aquent:
aquent.com
Thank You!
Get in touch:
chi@diverseinsights.com